利用非接触式技术迎接互动营销的未来：来自旅游企业的证据

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-09-10 DOI:10.1108/jrim-04-2024-0183

Edward C.S. Ku

{"title":"利用非接触式技术迎接互动营销的未来：来自旅游企业的证据","authors":"Edward C.S. Ku","doi":"10.1108/jrim-04-2024-0183","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.</p>\n<h3>Design/methodology/approach</h3>\n<p>The research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.</p>\n<h3>Findings</h3>\n<p>The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.</p>\n<h3>Originality/value</h3>\n<p>Effective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6000,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses\",\"authors\":\"Edward C.S. Ku\",\"doi\":\"10.1108/jrim-04-2024-0183\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.</p>\\n<h3>Design/methodology/approach</h3>\\n<p>The research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.</p>\\n<h3>Findings</h3>\\n<p>The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.</p>\\n<h3>Originality/value</h3>\\n<p>Effective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.</p>\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2024-09-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-04-2024-0183\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-04-2024-0183","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

目的本研究探讨了预测变量（价值一致性和顾客-人工智能辅助交流）如何引导旅游企业通过非接触式技术满足顾客需求，并提高他们的支付意愿。研究结果研究结果表明，价值一致性和顾客-AI 辅助交流（CAIX）会影响亲密感。亲密感会影响满意度以及为非接触式技术服务支付更多费用的意愿。此外，品牌信任和品牌感官体验也对非接触式技术服务起到了调节作用。原创性/价值顾客与人工智能辅助服务之间的有效互动大大提高了整体满意度。当人工智能系统能够理解并适当回应客户的询问、需求和偏好时，它们就能提升客户体验和满意度水平，从而提高客户对人工智能服务的整体满意度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Embracing the future of interactive marketing with contactless technology: evidence from tourism businesses

Purpose

This study explores how predictor variables (value congruence and customer–AI-assisted exchanges) lead tourism businesses to meet customer needs through contactless technology and enhance their willingness to pay more.

Design/methodology/approach

The research model was designed from the perspective of consumer-brand relationships and acceptance of AI device use. This study collected and analyzed 647 valid questionnaires using the structural equation modeling (SEM) approach.

Findings

The findings indicate that value congruence and customer-AI-assisted exchanges (CAIX) affect intimacy. Intimacy affects satisfaction and the willingness to pay more for contactless technological services. Moreover, brand trust and sensory brand experience play a role in moderating contactless technological services.

Originality/value

Effective interactions between customers and AI-assisted services significantly contribute to overall satisfaction. When AI systems can understand and respond appropriately to customer queries, needs, and preferences, they enhance customer experience and satisfaction levels, increasing overall customer satisfaction with AI services.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.